The Reality About Australia’s Cavalier Angle In direction of ‘Sustainability’
Australia is a rustic of utes, tinnies and takeaway espresso. Public transport complaining is a nationwide interest, and for those who’re not heading “up the coast” or “down the coast” on vacation then you definitely’re not ‘true blue’ — or so the stereotype goes.
However the fact is Australia was not designed with public transport — not to mention ‘sustainability’ — in thoughts. The truth is, it appears that evidently for each greenback Angela Merkel spends on renewable power, the Australian authorities places into constructing extra roads. And who’re we “up the coast down the coast” vacationers to complain?
Flying prices extra, and with Jetstar’s trademark coverage of overbooking flights, it’s not even that a lot faster.
Additionally: whereas the nation’s inside offers ample daylight for a solar-powered car, in case your Tesla breaks down in the midst of the Outback you’re in hotter sand than a backpacker who by no means obtained spherical to watching Wolf Creek.
What does all this need to do with style? Effectively, it signifies that eco-friendly companies are making a killing off the rising variety of conscientious customers in Australia who — not like in different international locations the place ‘environmental friendliness’ is the norm — get to really feel particular by signalling their membership to an elite group.
However regardless of what the press releases and model reps would have you ever suppose, Australian customers don’t care about sustainability a lot because the cultural capital their third gen ‘hold cup’ lends them.
And, even the bleeding coronary heart customers who actually care about sustainability have been hoodwinked. As one Australian surfer so eloquently put it, deep in a Swellnet commentary board, “The true eco-warrior is the one sporting 20-year-old, mass produced boardshorts, not the one sporting the model new recycled plastic monstrosities,” (paraphrased).
Whereas we applaud manufacturers like Who Provides A Crap for legitimately making their processes eco-friendly and socially accountable, the company anxiousness round whether or not customers actually care about sustainability suggests most corporations see sustainability as a money cow somewhat than an ethical accountability.
It’s such a strong branding instrument, too, that political events are naming themselves after it to seize extra votes.
After all: customers are getting smarter and sustainable small companies are on the rise. But it surely’s going to be some time earlier than they supplant the coal-reliant legacy ones.
Till then: hold your pockets in your pocket and your judgement to the kook sporting new board shorts.
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